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How was a unified visual style created for a public administration that had long been fragmented and visually inconsistent? How does communication with official institutions work, and what challenges does designing an identity in such a complex environment bring? Graphic designer Jakub Spurný from Studio Najbrt will present the process behind the new system, its principles, and its future prospects. He will also open up the less visible side of the project - the search for balance between tradition and the present, between the symbolism of the state and the demands of functional, accessible design.

The lecture at the Multilab of the Ladislav Sutnar Faculty of Design and Art at the University of West Bohemia in Pilsen is organized by the Graphic Design and Visual Communication studio on Wednesday, 22 April, from 2 pm. Visitors can look forward to an insight into working with one of the key national symbols, the Czech lion. Its form underwent a sensitive modernization, balancing legibility with the preservation of its character. The visual identity also includes the custom typeface Czechia Sans™, which draws on a geometric foundation and develops the principles of state symbolism in typography. Spurný will also cover the practical aspects of the project: how many design variants were created, what was most challenging about the work, and what was most enjoyable.

Jakub Spurný (1988) studied at the Type Design and Typography studio at the Academy of Arts, Architecture and Design in Prague. He has been a long-term collaborator at Studio Najbrt, where he has contributed to the visual identities of the Karlovy Vary International Film Festival and the 16th All-Sokol Rally, as well as for brands such as Grandhotel Pupp, House of Lobkowicz, and Bank iD. For the film poster Zátopek, he received the Czech Lion award together with Aleš Najbrt and Julie Vrábelová.